Tayari's Blog: Tails, You Lose

Posted by TayariJones on May 13, 2009 08:27 AM
Filed under The Writing Life


Yellow Tail
Originally uploaded by sarah wymer
A couple of weeks ago, I saw this article about how Yellow Tail wine has done fine for itself, but has managed to tank the Australian wine industry. The upshot of the article is that Australian wine were once the hottest thing across all price points. People were loving them—the wines were diverse, interesting, and just cool. Well, enter Yellow Tail. As we all it’s a really popular brand, a really cheap one. ($7!) The problem is that people now think all Australian wine is sort of Yellow-Taily and the brands that are not cheap and sweet and being overlooked by people who like a more serious wine.

I bookmarked this because it reminded of the huge debate in African-American literature about the rift between so-called “street-lit” and so-called “literary fiction.” It also pulled up for me the debate about bookstore shelving and the implications for African-American writers. There have been some pretty well-documented meltdowns over whether or not street-lit is making all black writers look “bad.” (I think a more accurate question is whether is makes all of us look “genre”, but that’s another issue.) And let us not forget when a bookstore put all the African-American books behind the counter because of theft. (I got all sarcastic, but wasn't really pressed.) When my students express dismay (in advance) that their books (when they write them) will be shelved in the African-American (or gay, or Latino) section they say, “When I look in that section, all I see books with naked people on the cover!” I have poo-pooed them, even laughing when Amazon grouped my novel, Leaving Atlanta, with Mama, I’m in Love… With a Gangsta.

Nevertheless, this Yellow Tail thing has got me just a wee bit worried. Not a big bit worried, but it’s got my attention. I had always attributed this concern that some black writers could demean the cache of others as paranoia. Sure, I understand that idea of the shared burden of representation. (I, personally, am always ultra tidy and nice when I attend writers colonies, for example, because I don’t want to ruin it for the next sister to come through. And note that in Nick Chile's famous anti-street lit op-ed, he says in the first couple sentences that he was embarrassed by the genre.) Still, I had never really thought it was quite as serious as people make it out to be.

I still believe that it’s not Yellow Tail’s fault that all Australian wines are thought to be the same. I mean, the makers of Yellow Tail (who are not even Australian) have every right to make their $7 wine. (And lord knows your roommate has every right to drink it.) But at the same time, I can see how more serious wine-makers would be angry, and they have a right to be furious. But at whom?
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There are 9 comments on "Tails, You Lose". If you'd like to leave a comment, click here to jump down to the comments entry form.

Comment #1, by Jackie [TypeKey Profile Page]

Yellow Tail was recommended to me by the store owner and off I went to NY to share it with friends and family. Good Lord, that stuff made my cheeks draw up! Maybe it is an acquired taste.

Last week I spent some time in Borders. Yep, there was the AA section and it still galls me that Toni Morrison, Alice Walker, Langston Hughes, James Baldwin, Henry Louis Gates etc are sharing equal space with Zane and other book covers of near naked women with sexually suggestive titles.

May 13, 2009 09:32 AM

Comment #2, by Doug Seibold [TypeKey Profile Page]

Tayari Jones, I can't tell you how much I admire the always thoughtful, always sensible, and always well-phrased ways in which you have addressed this very vexed question over the years. Your last question in this most recent post is not only brilliantly placed, but strikes at the heart of this whole issue. I for one believe it's the question to ask, and keep asking, regardless of (or, perhaps, because of) how difficult and complicated it will be to answer.

May 13, 2009 10:36 AM

Comment #3, by michaelTO [TypeKey Profile Page]

Great post as it poses and interesting quandry. You hear something similar in tone and theme around the work of Tyler Perry. I'm of mixed opinion about this. He, like ghetto lit, attracts an audience. He gets people to the theatre like ghetto lit gets people who might not buy Toni Morrison to read. What bothers me about condemning these genres is the underlying arrogance it reveals. Who am I to look down on people's taste? And quite frankly when I go to the bookstore and want to buy a book by and African American writer I LIKE the fact that they are segregated because then I know where to find them. It does not bother me that there is a naked woman on the cover next to Toni and I'm sure Toni doesn't mind because at the end of the day she is getting her percentage of money from yours truly.

May 13, 2009 01:23 PM

Comment #4, by Bethany [TypeKey Profile Page]

@Jackie (and of course, Tayari!): I documented my Borders-related meltdown - luckily for us, these meltdowns are necessarily short-lived and must then be put to good use. I blogged about it, which I won't link in case that's in poor taste but I HAD to say something about the rage that ensued.

May 13, 2009 06:08 PM

Comment #5, by Bethany [TypeKey Profile Page]

@Jackie (and of course, Tayari): This reminds me of my Borders-related meltdown - which, thankfully, for us, must necessarily short-lived and then put to good use. I blogged about it but won't link it here (in case that's in poor taste) - I simply HAD to say something about the rage that ensued.

May 13, 2009 06:11 PM

Comment #6, by revved [TypeKey Profile Page]

Hello Tayari and all. I've been a longtime lurker, and I always enjoy reading what you put up. Because of the subject matter of this particular post--and because I've have been reading about this issue for several years now--for once, I thought I would respond. I don't think we need to spend a lot of time beating up on the readers, authors and promoters of so-called "street lit." Our time would be better spent promoting and producing books we think deserve a wider audience--an audience that includes the readers of "street lit." I also don't think the so-called African American sections in mainstream bookstores are totally representative of what's going on in the black reading community. In fact, not everyone goes to a chained-owned bookstore, especially not during these hard economic times. Black people--black readers even--are pretty sophisticated and creative in ways that can't always be measured by general observations or studies that are designed to look at a population as a whole. For instance, it would be interesting to know how many black people go online to buy books instead of physically going inside a store. I for one rarely buy books at a store because I usually can always get better deals online and because going online is often more convenient. Another thing to consider is the number of people who use public libraries. I live in South Florida and use the Broward County library system (Fort Lauderdale area)--which has to be one of the best libraries in the state! I have had to request that I be put on a hold list in order to get some books, including works by Edward P. Jones and, more recently, Sapphire. (I don't think any person would say Jones and Sapphire fall under the "street lit" category). The Broward library has several copies of their books; it's just that a lot people wanted to read these books around the same time I did. And let's not forget that we borrow books from family and friends. Also, there are some people who read Zane who also read books by Alice Walker and Toni Morrison--don't think for a minute that that is impossible. In short, maybe we all would be better off trying to figure out how black readers acquire books.

May 13, 2009 08:14 PM

Comment #7, by revved [TypeKey Profile Page]

I need clarify--maybe even correct--part of what I wrote previously. Earlier I wrote, "Black people--black readers even--are pretty sophisticated and creative in ways that can't always be measured by general observations or studies that are designed to look at a population as a whole." I meant to say and should have said that general observations or studies designed to look at bookstore sales are not necessarily totally accurate when it comes to what black people read. That makes a lot more sense if you consider it along with the other stuff I wrote.

May 13, 2009 09:23 PM

Comment #8, by Jackie [TypeKey Profile Page]

I, too, am fortunate to live in an area of great libraries. I have access to three library systems and they have been a lifesaver. Here is what I do: if I read a book review that sounds interesting, I go into the bookstore to check it out. Then If I must have it, I go online to buy (unless the author is in town and I want it signed then I break out the coupons). If it seems interesting, but not worthy of my own bookshelf, I reserve it at the library (that way if it disappoints, I quickly return it for the next victim).

There are certain authors that I like, but in these economic times, if I am going to buy new, it has to be discounted. Period. Right now I am waiting for Colson Whitehead's new book to be discounted. I saw him last night at Politics and Prose, but I just can't bring myself to pay full price.

And it seems so unfair that someone of his talent has to jostle for shelf space with street lit. I'd rather just find him mixed in with all authors rather than next to drug dealers and prisoners-turned-authors. You know, as I wrote that last sentence, it did sound elitist. Maybe those of us who have been reading for a long time and have wide ranging tastes just can't take the street lit. It's sort of like high fructose corn syrup: it may taste sweet, but it doesn't do anything for you nutritionally.

May 14, 2009 07:43 AM

Comment #9, by Bethany [TypeKey Profile Page]

(Sorry about the double comment above - internet troubles!) You're kind to call it corn syrup, Jackie, lol. It isn't the only type of "literature" I can't stand, but it certainly isn't sweet to me. I visited Barnes and Noble the other day and was shocked to see an "African American Lit" section, then realized that it was entirely street-lit. Not sure what anyone thinks of that but I was relieved to find Morrison, Baldwin, Himes were all in the proper place. Whew.

May 14, 2009 02:41 PM

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